Bringing National and International Business Stories Home to Your Community by Linda Austin
51
Localizing Business Stories Photo by Flickr user p22ear Localizing Business Stories 1
-
Upload
reynolds-center-for-business-journalism -
Category
Business
-
view
1.447 -
download
2
description
Linda Austin, executive director at the Donald W. Reynolds National Center for Business journalism, presents "Bringing National and International Business Stories Home to your Community" during the free Reynolds Center workshop, “Uncovering the Best Local Business Stories,” in Fort Worth.The daylong workshop covered tips on how to find good stories in the business of government, how to cover economic-development agencies at the state and local levels, and how to find public information on private companies.Presenters also discussed how to find stories in small business and publicly available databases, and how to localize national and international stories for your audience.This free training was specifically geared toward community journalists and generalists on tight budgets and small staffs. A previous workshop by the same name was held in Lexington, Ky.For more information about free training for business journalists, please visit businessjournalism.org.
Transcript of Bringing National and International Business Stories Home to Your Community by Linda Austin
1
Localizing Business Stories
Photo by Flickr user p22earl
Localizing Business Stories
2
• Executive director, Donald W. Reynolds National Center for Business Journalism•Former editor, Lexington Herald-Leader•Former executive editor, The News-Sentinel, Fort Wayne, Ind.•Former managing editor, News & Record, Greensboro, N.C.•Business editor, The Philadelphia Inquirer•Staff writer, Dallas Times Herald
AustinLinda
3
How often do you localize a national or international story?
A. RarelyB. OccasionallyC. Frequently
Photo by Flickr user kojotomoto
4
“Our survey says…”
5
What was the last story you localized?
• How did you get onto the story?• Where did you find sources?• How did it turn out?
Photo by Flickr user Colin_K
6
The Lufkin News: local jobless rate
http://lufkindailynews.com/business/article_9b530df6-8b0d-11e1-abf0-001a4bcf887a.html
7
Texas Labor Market & Career Info
http://www.tracer2.com/default.asp?PAGEID=94&SUBID=150
8
Texas Labor Market & Career Info
http://www.tracer2.com/default.asp?PAGEID=94&SUBID=150
9
Workforce Development Areas
http://www.twc.state.tx.us/dirs/wdbs/wdbmap.html
10
http://www.tracer2.com/admin/uploadedpublications/1744_deepeasttexaswda.pdf
11
What you will learn
Why to localize business stories
Where to find ideasWhen to localize
business storiesHow to localize
business stories using a simple tool called the stakeholder wheel By Flickr user dok1
12
Why localize business stories?
1. Fresh and enterprising
13
Example: Localizing the Japanese tsunami
http://www.lasvegassun.com/news/2011/mar/16/tsunamis-ripples-could-reach-nevada/
14
Why localize business stories?
2. Draws and engages audiences
15
Example: Localizing the foreclosure crisis
http://www.azcentral.com/community/scottsdale/articles/2012/03/19/20120319arizona-animal-rescues-face-growing-need-foster-owners.html
16
Why localize business stories?
3. RelevantPhoto by Flickr user p22earl
17
Example: Localizing the black farmers settlement
http://www.cnn.com/2011/10/28/us/black-farmers/index.html?iref=allsearch
18
Tips from Melissa Preddy
http://businessjournalism.org/author/mpreddy/
20
Tips from Melissa Preddy
• The official website for the settlement: https://www.blackfarmercase.com//
• Has list of law firms representing clients
21
Another tip: trade groups
• The Black Farmers and Agriculturalists Association: http://www.bfaa-us.org/index.html
• National Black Farmers Association: http://www.blackfarmers.org/
22
Another tip: finding trade groups
• American Society of Association Executives search:
http://www.asaecenter.org/Community/Directories/AssociationSearch.cfm
23
Another tip: finding trade groups
• The Federation of International Trade Associations
http://fita.org/members_dir.html
24
Example: Localizing black farmers settlement
http://www.wral.com/news/political/story/10605423/
25
Photo by Flickr user kojotomoto
26
Where to find ideas: 1. What you see
27
Wh e re to fi n d id e a s :
http://nyti.ms/NYTcandy
2. What you see in national media
28
Where to find ideas:
http://www.ers.usda.gov/publications/err53/err53.pdf
3. What you read in releases, reports
29
Example: Localizing agritourism
http://www.azcentral.com/business/articles/2012/02/02/20120202yuma-arizona-agritourism.html
30
When to localize?
http://www.sltrib.com/sltrib/money/53658159-79/service-verizon-per-wireless.html.csp
1. Stories that impact your audience
31
When to localize?
2. People in town are talking about it
http://businessjournalism.org/2011/10/26/hunting-season-ushers-in-whole-new-business-beat/
32
When to localize?
3. You can bring some-thing special to the coverage
http://www.startribune.com/projects/96995289.html
33
How to localize: Stakeholders wheel
HUB
SPOKES
HUB = News
SPOKES = Primary stakeholders
RIM = Secondary stakeholders
Credit: Jacqui Banaszynski
RIM
By Flickr user dok1
34
Example: Who are the stakeholders?Primary (spokes)
• Governments (state, national, foreign)• Beef ranchers• Consumers
Secondary (rim)• Lobbyists• Meat processors• Food distributors• Butchers• Grocery stores• Restaurants• Health inspectors• Chicken, hog farmers•Schools
Credit: Jacqui Banaszynski
35
Exercise: Localizing gas prices
http://abcnews.go.com/GMA/video/gas-prices-force-drivers-extreme-measures-crazy-lengths-save-money-travel-costs-fuel-oil-13457953
36
Stakeholders wheel
HUB
SPOKES
HUB = News
SPOKES = Primary stakeholders
RIM = Secondary stakeholders
Credit: Jacqui Banaszynski
RIM
By Flickr user dok1
37
Gas: who are the stakeholders?
http://www.wcmessenger.com/2011/business/looking-for-a-better-way/
38
Gas: who are the stakeholders?
http://www.huffingtonpost.com/2012/02/23/super-commuters-on-the-rise_n_1296488.html
39
Gas: who are the stakeholders?
http://www.azcentral.com/arizonarepublic/news/articles/2012/03/07/20120307business-gas-prices-handle.html
40
Gas: who are the stakeholders?
http://www.salemnews.com/business/x928075761/Rising-gas-prices-eat-up-service-station-owners-profits
41
Gas: who are the stakeholders?
http://www.tri-cityherald.com/2012/03/26/1879532/fuel-fertilizer-prices-perplex.html
42
Gas: who are the stakeholders?
• “Yiannis Melidis, co-owner of Pegasus Restaurant & Taverna, at 130 S. Halsted St. in Chicago, said fuel surcharges on such services as seafood delivery and garbage pickup have boosted the cost of running his business by 3 to 4 percent. Pegasus is absorbing those costs, but to keep profit margins from shrinking it has been cutting employees' hours. A waiter who had worked 32 to 36 hours a week, for example, now works 28 to 30 hours a week.” – Chicago Tribune, March 7, 2011
43
Gas: who are the stakeholders?
http://www.tampabay.com/news/business/autos/amid-rising-oil-prices-makers-of-corn-based-ethanol-crank-up-output/1155854
Photo by Flickr user lincolnearthday
44
Gas: who are the stakeholders?
http://www.kentucky.com/2011/05/29/1756592/cumberland-marinas-hope-gas-prices.html#storylink=misearch
45
Gas: who are the stakeholders?
http://www.tdtnews.com/index/news/show/85550?title=Rising+gas+prices+affect+city+budget
By Flickr user Linus Henning
46
Gas: who are the stakeholders?
http://cronkitenewsonline.com/2011/03/increased-gas-prices-may-impact-food-pantries-outreach/
47
What you learned
HUB
SPOKES
Why to localize business storiesWhere to find ideasWhen to localize business storiesHow to localize business stories using the stakeholder wheel:
o Hub =newso Spokes =primary stakeholderso Rim =secondary stakeholders
RIM
By Flickr user dok1
48
• Executive director, Donald W. Reynolds National Center for Business Journalism
[email protected]@LindaAustin_602-496-9187
BusinessJournalism.org@bizjournalism
AustinLinda
49
Tips from Melissa Preddy
http://businessjournalism.org/author/mpreddy/
http://bit.ly/MelissaPreddyRSS
